Supply Chain Management (SCM) focuses on maximizing customer value and achieving a sustainable competitive advantage. It involves all activities from product development, sourcing, production, to logistics, as well as the information systems needed to coordinate these activities. This implies that competition has moved from between individual companies to between Supply Chains (SCs) (Stadtler and Kilger, 2000). Some regard SCM activities as within the purview of a single firm like those connected with the inbound materials, raw material inventories, manufacturing, finished goods inventories and distribution and view these as being the ‘SC’; others view SC as those activities from point-of-origin to point-of-consumption. However, another perspective of SCM is based on the management of relationships both between corporate functions and across companies (Ellram and Cooper, 1993). Ellram and Cooper (1993) compare SCM to a good and well-trained relay team. Such a team is more competitive when each player knows how to position himself for the transfer of the baton. Ganesan and Harrison (2003) underscore the point that SCM is understood to lie between fully vertically integrated firms, where the entire material and its flow are owned by a single firm and those where each channel member operates independently. Therefore, inter-firm collaboration is the key to effective management.
The suppliers and customers who were once considered as adversaries are now becoming partners as win-win situations are being implemented in SCs which has resulted in gains for all the members of the chain (Gryna, 2001). A win-win situation may suggest that collaboration exists between the partners in an SC. This is further corroborated by the finding that to be successful, companies will not seek to achieve cost reductions or profit improvements at the cost of their partners in the SC but will seek to make the entire SC more competitive (Li and Chen, 2001; and Elmuti, 2002). Wallers (2003) has concluded that organizations in the same SC should not compete with each other but should cooperate with one another to ensure customer satisfaction against organizations belonging to other competing SCs.
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